In digital signage, technology may get the project approved, but content is what audiences actually experience. This D=SIGN Power Hour explored why content must be treated as a strategic priority from the start, how organizations can build audience-focused content strategies, and what it takes to keep content relevant, measurable, and impactful over time.
Moderated by Michelle Montazeri of the Digital Signage Federation, the session featured insights from Nikki Ault of Coffman Media, Jamey Stewart of Mega Media Factory, and Barry McPhillips of Mood Media.
Key takeaways from the discussion included:
Start with the objective. Successful content strategies begin by defining the desired outcome and the audience experience. The most important metric is the one that directly connects to the organization's original goal.
Content should drive the technology conversation. Understanding who the audience is, what information they need, and how they will engage with it should guide decisions about CMS platforms, integrations, and hardware—not the other way around.
Ownership is essential. Digital signage programs are most successful when there is a clear content champion responsible for strategy, approvals, updates, and ongoing optimization.
Fresh content requires an ongoing workflow. Stale content quickly loses audience attention. Regular reviews, content calendars, defined approval processes, and continuous optimization help keep messaging relevant and effective.
Audience behavior should shape content. Effective digital signage attracts attention, creates engagement, and supports specific actions by understanding how people move through spaces and process information.
AI can support strategy and optimization. Panelists highlighted AI's potential to analyze performance data, identify content issues, generate planning ideas, and automate routine management tasks—while emphasizing that strategy and audience understanding remain human-led.
Watch the full session: D=SIGN Power Hour: Content is Mission Critical